- Keynote Track-Hyper-Personalization&Digital-Dimensional
- Sub Track -New Business&New Product&New Experience&New Influencer
- Sub Track -Consumer Wave
- Partner Track -Scientific Seeding&Large-screen Marketing
Hyper-Personalization:Hyper-personalization is now taking target positioning to the next level. In addition to behavioral data, it also includes context, real-time data, and even psychological characteristics. The goal of hyper-personalization is to go beyond traditional AI personalization, more finely tailor content, products, and services to create a hyper-customized user experience. Digital-Dimensional:In the past, we believed that the scale of data was extremely important, and the integrated effect could feedback more into marketing decisions. However, nowadays we find that brands actually want to understand the living understanding behind the data more. Each origin of the consumer data is a living individual, and data not only describes consumer behavior but also represents the trends behind this consumer circle. Therefore, data needs to become more dimensional, and its application in marketing needs to become more humanized.
Organizer Speech
The Next Reset of Origin
What is the origin of marketing? The core of brand building remains the same, but the way we build brands is still changing, so we need a new “reset” to rebuild the rules and standards. How to interact with people in the digital world and understand consumers deeply, accurately and empathetically? How to provide consumers with experiences that break through imagination?
Keynote Speech: How to Master Marketing Personalized Creation in a highly technological world?
Ride the ever-changing tides of the creative field without succumbing to the rapidly evolving dominance of artificial intelligence. Reignite the inner power of human creativity and discover how to harness your personal potential to rise above the shadow of artificial intelligence. Unravel the mystery with David Shing at this year’s GDMS.
Fireside Talk: A bottle of Coke and millions of consumers
A successful brand is not only a product transmitter, but also an emotional connector. Shakir Moin will start a unique fireside conversation with digital prophet David Shing to discuss how Coca-Cola uses digital platforms such as social media and video marketing, as well as cooperation with celebrities, to strengthen the interaction between the brand and consumers. Their sharing will reveal how brands can achieve continuous interaction with consumers through creative activities and multi-channel marketing strategies, thereby driving brand growth and changes in consumer behavior.
Keynote Speech: Marketing origin, Efficiency acceleration
From brand image building to content seeding, to driving omni-channel business conversion, returning to the essence of marketing, more and more brands are realizing that marketing needs to start from the perspective of business operations and better integrate with business. At this year’s GDMS, Ocean Engine will outline how brands can build consumer minds on Douyin, return to the origin of marketing, do a good job in marketing and operations, and maximize marketing efficiency.
Keynote Speech: Entering the future of fully customized content consumption
We are in an era of hyper-contextualized media, where algorithms silently shape the kind of experiences we enjoy. However, consumption data only provides a relatively superficial indicator of interest, but it is difficult to provide other attractive topics or genres, and the data does not show the Consumers’s emotional dependence on the content they consume. But in the near future, with the development of generative artificial intelligence, the emergence of hyper-personalization will rewrite this possibility, and users will also get more customized content that matches user needs. Come to this year’s GDMS, Alex, the CMO from Meta, will explore this possibility with you.
Keynote Speech: AI leads a New Era of Omni-Channel Marketing
In 2024, when talking about growth, AI is indispensable. To make AI truly valuable, brands need to proactively identify key nodes of business growth and explore how AI can play a role in these nodes to improve growth efficiency. How can AI better understand products and improve the efficiency of matching people with goods? How can AI’s insights be used to enhance consumers’ ability to connect continuously? How can AI be applied to better understand business and improve operational efficiency? In this year’s GDMS, Tencent Marketing Solution will share its latest AI layout for 2024 and how these layouts will lead omni-channel marketing into a new era with these thoughts.
Keynote Speech: Creating a replicable future digital marketing operation model
In the current digital economy era, every enterprise needs a digital marketing operation system to reduce costs and increase efficiency, and stimulate growth momentum. From core brand building to marketing innovation to digital operations and consumer operations, each step is worth the brand’s in-depth investment, but what should the digital marketing blueprint that belongs to the enterprise itself look like? How should a replicable modern digital marketing operation model be created?
Keynote Speech: From Digital to Digital-Dimensional
Consumers generate billions of data every day, and behind each piece of consumer data is a living individual. Faced with large amounts of personalized data, brands need to find the truth behind the data as soon as possible, and use more three-dimensional data insights to quickly implement optimized marketing methods and respond to market changes in an agile manner. From digitalization to digital three-dimensionalization, how can brands use digitalization as their genes to create a digital innovation system from data resource integration to internal business empowerment?
Keynote Speech: Scientific grass new, open up a new field of content
How to achieve measurability and optimization in grass-seeding marketing has always been the two major problems that brands encounter in the grass-seeding stage. After the end of the crude traffic era, how should companies grasp user preferences and consumption trends, find data close to real grass-seeding scenarios, and form a more scientific and efficient grass-seeding system? Xiaohongshu will bring a new scientific grass-seeding strategy at this year’s GDMS to help brands open up new content positions.
Keynote Speech: New business opportunities in the era of big models – stimulating the potential of brand AI content technology
In 2024, AI technology is still constantly reshaping the possibilities of brand digital content expression and user interaction. From user insights, creative generation, media placement to effect verification, full-link generative AI marketing continues to open up new business positions for brands in the commercial field of brand marketing. How will AI reshape the application of data and the way brands express themselves to users? Baidu Marketing, which has been deeply involved in the field of AI for many years, will give their answers in GDMS.
Keynote Speech: How to release the value potential of data in the whole marketing chain under the digital three-dimensionalization
With the rapid deepening of digital transformation in recent years, new traffic, new products and new brands have emerged in the consumer market, and consumers have also shown stratification and grouping characteristics. The data that companies can obtain is more three-dimensional and diverse, but at the same time, this has also brought new challenges to the company’s global data management and application. How to unleash the value potential of data in the entire marketing chain? Talkingdata will bring new trends in the application of data elements around data policies and practical cases.
Keynote Speech: Embrace the Growth of digital dimensional — brand digital convergence strategy
In the digital economy, it is easier to connect brands with consumers, showing the characteristics of “short path”, “multiple touchpoints” and “quantifiable”, which brings new opportunities and challenges to the construction of brand power. Brands must re-examine the new model of brand building in the digital age and the organizational changes brought about by it. As a brand, how can we combine digital strategy with brand power with the help of the diverse touchpoints and communication forms of digital media to create a scientific and quantifiable digital integration system?
Keynote Speech: “Active traffic” of digital media, how does Xiaomi OTT reconstruct multi-scene marketing
As the mobile Internet traffic dividend fades, brands are looking for new traffic blue oceans. Among the various explorations and attempts made by advertisers, the OTT large screen, which will continue to rise in 2024, has become a high-potential track that cannot be ignored. How fast is the development of OTT large screens? How to find the active traffic of brand digital media through OTT? With in-depth insights into marketing trends, Xiaomi will share with you how OTT has once again become the focus of brand growth.
Keynote Speech: Digital acceleration for premium brands
For traditional enterprises, the most difficult thing is not only to build new digital capabilities, but also to infiltrate digital culture, awareness, and thinking patterns into the organization, starting from the highest level of the enterprise, managing the enterprise with digital thinking, making operations more intelligent and information-based, and giving the enterprise more competitive advantages to stand firm. As a leading brand that transcends time cycles, how can we achieve the “acceleration” of digital innovation?
Keynote Speech: In the digital ecosystem, how to use emotional value to achieve hyper-personalized brand links
In the future market landscape, as consumers become more aware, the importance of brand emotional value will become more prominent, and consumers will pursue deeper emotional connections with brands. In the current digital ecosystem, brands are also more concerned about how to empower the brand’s online and offline terminals with emotional value through digital means. How can we use digital technology to create systematic emotional expression, establish clear consumer cognition, and achieve ultra-personalized connections between brands and consumers?
New Business:During the heyday of rapid development of emerging brands in the past, many unconventional but effective 'wild ways' models were born, from business models to operational strategies, and marketing tactics. After three years of market tempering, they are gradually forming more scientific and systematic new business barriers. New Product:In the past, emerging brands often quickly dominated the market in a certain category by relying on innovative products, becoming synonymous with a vertical category. After two years of development, the track has been subdivided enough and the track dividends are difficult to explore further. Therefore, more emerging brands are starting to develop innovative and revolutionary 'new products' within the existing track. New Experience:Under the catalysis of the times, brands and users are moving towards a 'two-way journey', manifested in brand marketing as users' indifference to grand narratives and brands' self-indulgent marketing events. Therefore, we can see that in recent years, more and more emerging brands are focusing on lifestyle, and more and more 'new experiences' are being continuously explored. New Influencer:More and more brand founders are starting to enter new social platforms to build personal IPs, trying to leverage their personal influence to drive their brands, and engaging in internal entrepreneurship for emerging brands, collectively creating many new and innovative brand "new entities".
Keynote Speech: Using tea as a medium to accurately grasp consumers’ emotional triggers
Emotions are becoming a key variable that dominates young people’s consumption. When the new generation of consumers make consumption decisions, the factors that influence them are not only product functions, brands, and cost-effectiveness, but also their current emotions. While young people are “following the trend”, they are actually constantly seeking new ways of consumption and entertainment, and looking for a place to place their own emotions. As a cutting-edge brand, how can you seize the emotional ignition point of consumers, use products + marketing as a fuel, and quickly capture the hearts of consumers?
Keynote Speech: How can emerging brands find cultural resonance and tell good brand stories?
In 2024, there will be more and more cultural phenomena that go beyond the circle. Niche culture will enter the public eye, while popular culture will spread virally through the heating of social media to increase its voice. When a cultural hotspot appears, how can brands find the point of connection with consumers? How to build scenarios through content, use the culture that goes beyond the circle to resonate with consumers’ subconsciousness, and form new innovative cognition?
Keynote Speech: Let marketing return to the origin of products and penetrate the fog of marketing with products
At present, with the continuous deepening of consumption upgrading, young consumers’ demand for quality is increasing day by day, and the market presents new consumption characteristics of personalization, diversification, high-end and experience. Only brands that accurately grasp consumer demand can continue to stand out in the new consumption wave. Under the unchanging underlying logic of “product is king”, how can brands gain in-depth insights into consumers’ underlying needs and efficiently iterate on products? How to build an efficient marketing capability system that integrates products, insights and innovations?
Keynote Speech: Unable to capture the domestic market, how can emerging brands expand their territory overseas?
In 2024, more and more emerging brands are beginning to set their sights on overseas markets. Not only that, the concept of overseas practitioners is also changing from “doing business with foreigners” to “doing global business.” To do a good job of “globalizing brands”, it means that Chinese overseas brands need to better understand the local market, deeply integrate into the context of local consumers, and shape the brand’s image in the local area, rather than just using the past “selling goods” thinking. So what are the global advantages of Chinese overseas brands? What are some good overseas brand paths worth referring to?
Keynote Speeech: In the new era of consumption, how to break into the home beauty instrument market with “big” technology
China’s home beauty and body instrument industry has gone through the development of the exploration period, expansion period and competition period, and has now entered the brand development period. In the new development stage, consumers’ purchasing motivation will also change from traffic-driven to product-driven. As a top brand of beauty and body instruments, Jmoon has been accumulating momentum in terms of product strength since its launch. In the fierce market competition, its consumer reputation is far ahead. What did Jmoon do right? Can it provide reference ideas for later generations?
Keynote Speech: “Venture Capital Talk Show”——Will the market for emerging brands get worse in 2024?
In this era of information explosion, new technologies and concepts emerge in an endless stream. What we need is not only to accept new things, but more importantly, to be able to find a position that suits us in the changes. Having experienced ups and downs together, where will the new consumption go in 2024? What opportunities can be explored in the new consumer market? Let us review and look forward to the new development pattern of emerging brands in 2024 from the perspective of investment institutions in the form of a talk show.
Keynote Speech: From founder IP to uni-operations & From traffic techniques to product innovation
In the current business environment, to achieve an ideal ROI, one must either leverage brand power or content, and founder IP is undoubtedly the solution to effectively combine the two. However, founder IP is not purely about traffic thinking. The underlying layer requires more brand uni-operations and innovative cultivation of its own products. How to empower product innovation with traffic thinking, and how to develop the brand value at the bottom of founder IP? This is a proposition worth pondering for current brand founders.
Keynote Speech: “Lightweight Outdoor” reconstructs business capabilities and contemporary lifestyle
Chinese society is in a transition period from quantitative change to qualitative change, from consumption for survival to consumption for life. At this stage, a large number of brands are needed to participate in the co-construction of the entire lifestyle, and leading “young consumer brands” will inevitably emerge. The cutting-edge outdoor brand Beneunder has found the path and method to upgrade its product brand to a lifestyle brand through insights into the times and the crowd.
Keynote Speech: Brand Narratives Rooted in Culture are Moving towards the Global Stage
When a brand no longer relies on its product advantages to maintain its absolute leadership in the industry, building a new lifestyle becomes the key to maintaining its independence. For the beauty industry, it is necessary to advocate for a lifestyle. In the constant deconstruction and reconstruction, the market is redefined. As an oriental cultural fragrance brand, how does To Summer re-understand and interpret the brand expression? Taking culture as the starting point, how is a brand with oriental fragrance and oriental culture as the core constructed?
Keynote Speech: A new expression of brand content: a sense of community everywhere
Nowadays, women in the new era are independent and powerful in their thinking. If brands want to communicate with female consumers, they need to understand the deep-seated needs of female Consumers. By outputting brand attitude and core values, brands and users can “think in sync”, allowing core circle users to speak for the brand and become a new carrier for brand content expression, thereby strengthening female consumers’ memory and emotional connection with the brand. How did MAIA ACTIVE grow into a billion-level brand in just a few years?
Keynote Speech: Sobriety in the world and pleasing oneself with sensibility – Seizing the trend of consumer stratification and building brand growth together
Functionality, emotional value, and circle value have become the connotations of many emerging brands. Many emerging domestic brands now have rich cultural heritage, which can support the brand to tell its own story rather than just becoming a “substitute” for big brands. However, when a new brand has its initial cultural concept, it still needs to face the core issue of finding consumers. Taobao & Tmall Group will share with you how to grasp the trend of consumer stratification and help brands find their own growth path from the perspective of collaborating with merchants and serving consumers.
Keynote Speech: Thousands of stores with thousands of experiences, creating an immersive space for local culture
From the opening of its first store in Shanghai in 2022 to its acquisition by L’Oréal for US$2.53 billion in 2023, Aesop, an Australian cosmetics brand that entered the Chinese mainland market for the first time, has been rising steadily. Through the creation of a highly systematic local cultural space, Aesop combines new experiences with the most authentic community content to create a unique communication space with consumers. Taking the city as the starting point and culture as the clue, what are the secrets behind Aesop’s rapid growth in the Chinese market?
In the process of consumption recovery, consumers, as the barometer of the market, observe, understand, and focus on "them," thus grasping the key to consumption recovery. This year, we will focus on the two key consumer groups of 2024, the "new middle-aged" and the "silver-haired", and explore from the perspective of brand marketing to gain a more direct and in-depth understanding of the consumption trends of these demographic groups, where the highly active media channels are, and where the blockbuster cases that achieve great results around these demographic groups come from. Capture the Consumers, capture the marketing trends.
Keynote Speech: Rich People are Getting Old – Emerging Consumer Trends of the “New Middle-aged”
At present, the iteration speed of lifestyle is getting faster and faster. The 85s and 90s, who are still the main consumer groups in society, are no longer young. They are constantly crossing over to become the representatives of the “new middle-aged” group. Their consumption behavior tends to be personalized and they pursue quality life. The “new lifestyle” they represent has surfaced and is constantly evolving into newer content. Businesses around them are also gradually forming. Companies that focus on future development must have insight into their consumption trends and make timely adjustments to their strategies. In the process of consumer stratification, what characteristics do their consumption patterns show? What kind of consumption trends are generated? How can brands do a good job in the market based on the characteristics of the new middle-aged class? Questmobile will bring their in-depth insights into the “new middle-aged” group.
Keynote Speech: From Independent Brand to International Brand, How New Energy Vehicles Lead the New Middle-aged Consumer Group
Under the unfavorable situation of the downturn in the automobile industry, Chinese brands have successfully “overtaken” in the new track of new energy vehicles and achieved explosive growth. Behind this, the dual synergy of products and user experience is the key factor in brand development. How can we open up the consumer circle of the new middle-aged and communicate accurately with the consumer group? BYD will share the road to leading from independent brands to international brands from the three dimensions of user loyalty, user needs, and brand image.
Keynote Speech: From clothing to outdoor activities, the pursuit of “hardcore” inner
China’s outdoor craze is growing stronger and stronger. The General Administration of Sport of China predicts that the domestic outdoor products market will increase to 240 billion yuan by 2025. In addition to scale, outdoor sports are also showing a trend of becoming more segmented. Off-road, mountaineering and other mountain sports that were originally niche in China have attracted more and more attention from non-professional players, driving the accelerated development of related brands. French outdoor brand Salomon is a representative brand that has experienced explosive growth from extreme mountains to city streets under the trend of niche outdoor sports. From being popular all over the Internet to continuously breaking out of the circle, Salomon’s frequent hits make people think: How can brands take on the current wave of outdoor crazes?
Keynote Speech: Emotional Economy: How can brands capture the emotional codes of the new middle-aged population?
Philip Kotler, the “father of modern marketing”, said: “Memory plays an important role in consumers’ purchasing decisions.” Compared with other marketing methods, the core of emotional marketing is to create memory associations and connect brands with other meaningful information and emotions in users’ memories. However, emotional marketing is not suitable for all brands and all scenarios, because the basis of deep emotional communication is the trust that brands and users need to establish. In 2024, how can brands quickly build trust with the emerging new middle-aged consumer group? How to seize the opportunity to have deep emotional communication with them and anchor a deep memory period in the communication with consumers throughout the year.
Keynote Speech: Calibrate crowd perception and achieve orderly growth of multi-brand circles
Faced with the development of diversified consumer demand, more and more companies have begun to build product matrices and launch diversified products to meet the needs of different consumer groups. How can brands gain insight into the fast-changing and high-growth category track, integrate internal and external resources through more flexible operating models, and quickly implement new brands and products? At the same time, how can they choose more appropriate and flexible sales channels based on different product characteristics, and calibrate crowd perception to achieve rapid growth.
Keynote Speech: Walking with the Veterans – 2024 Silver Generation Consumption Trend Report
“Brand who wins the youth wins the world” is not the only iron rule in the consumption field. The silver-haired group is bringing new consumption. With the expansion of the elderly population and the generational transfer, more and more elderly people are beginning to catch up with the consumption wave. The rise of the silver-haired group in the consumer market is not accidental. They have accumulated a certain amount of wealth and have higher requirements for the quality of life. Based on this, what are the consumption trends of the silver-haired group in 2024? How to do business around this group? What kind of traffic trend does the marketing market of the silver-haired group show?
Keynote Speech: Accelerate Product and Channel Innovation, Expand the Nutrition Niche for Targeted Audiences
The Chinese market is changing rapidly. The emergence of many brands has led to intensified market competition. While consumer demands are becoming increasingly diversified, products are becoming more and more homogenized. Therefore, for traditional nutrition and health brands, it is necessary to explore innovations in the form or use of products. How do traditional nutrition brands respond to these changes in China? How can foreign brands truly achieve emotional and commercial win-wins with Chinese silver-haired consumers? How do digital tools drive business growth for foreign companies in China? Haleon will start from the localized operation model and bring new thinking.
Keynote Speech: Creating super symbols for content e-commerce brands
When consumer confidence declines, consumers will be more willing to consume products that meet basic functions. Brand marketing practitioners need to feel the changes in consumer emotions and needs, and this feeling should be both data-based and practical. So what are the elements of building a good brand for the rising silver-haired generation? Should we expand product categories and how to expand product categories? How to find the best strategy that can both meet customer needs and drive company growth?
Keynote Speech: Focusing on content, developing a brand innovation strategy from the inside out
Nowadays, content is increasingly becoming the external presentation of the brand’s core. In the process of brand advertising, a good content and a good topic are often important entry points for achieving cross-circle communication. However, brand content is not only a display of external brand building and media placement, but also an efficient internalization of the brand marketing organization system. So how can brands continue to innovate from the inside out in terms of internal structure, media placement, and operating model, and tell their own brand stories with content?
Keynote Speech: New Consumer and New Strategy, How Established Brands Can Win in New Platforms and New Tracks?
In the new era of business, IKEA, as a global home furnishing retail giant, has always adhered to innovation and market insight. In this sharing, Francois Brenti will deeply analyze how IKEA grasps the consumption trends of new groups, formulates new strategies, and flexibly uses new platforms to lead in the new track. He will share IKEA’s brand marketing strategy, discuss how the brand can establish a closer connection with consumers, and jointly explore new directions for future home furnishing retail.
Keynote Speech: Thousand Faces for Thousand People and Ten Thousand Directions – Circle Innovation and Incubation of Time-honored Brand National Trends in Health Care
In the post-epidemic era, the public’s health consumption awareness has awakened, and the public’s demand for high-quality TCM brand products and professional services is increasing. With the rise of local brands and the popularity of China’s excellent health culture, we are ushering in a new era of “national health”. Ruixuan YU will share how TRT uses precise market insights and will analyze how to incubate health brands with national characteristics through innovative marketing methods, leading the transformation and upgrading of traditional time-honored brands in the new era.
Keynote Speech: Fast pace and slow time – creating a differentiated marketing innovation system with precise segmentation
In today’s fast-paced society, consumers’ demands and expectations for products are becoming increasingly diverse. How can we create differentiated products and services based on the characteristics and needs of different consumer groups through precise market segmentation? Lin Xiaohui will discuss how to use innovative marketing methods to convey brand concepts to consumers, so that consumers can feel the warmth and care of the brand in their fast-paced lives, thereby building a deep emotional connection with consumers.
Keynote Speech: Report and interpretation: 2024 Xiaohongshu Top Ten Lifestyle Trends Report
There is no standard answer to life, and no matter how small the beauty is, it deserves to be loved. Across the noisy first half of 2024, facing the surging social emotions, technological innovations, and the replacement of popular trends, what new characteristics will users’ lifestyles, consumption needs, and consumption preferences have in the second half of 2024? How can brands cater to public sentiment, achieve short-term and long-term layouts, and build brand influence? Xiaohongshu will release the latest life trend observation report on the spot, based on the hot topics and discussion volume of the Xiaohongshu platform in 2024, to help brands sort out the annual life trends.
Keynote Speech: From product seeding to scientific seeding, returning to the origin of high-level brand seeding
Times have changed, users have changed, trends have changed, and logic has naturally changed. In the past year, Xiaohongshu has visited a large number of brand companies and found that many brands are facing the same marketing problems: the cost of acquiring customers is getting higher and higher, and the revenue and profit are getting thinner and thinner. Brands that simply use traffic logic are not doing well in business. But in contrast, some companies that have jumped out of the traffic dividend, invested in content marketing, and invested in “content seeding” value around products have grown against the trend. Xiaohongshu will bring these replicable excellent cases to the GDMS Science Planting Special to share with everyone one by one.
Keynote Speech: How Xiaohongshu achieves a two-way connection between maternal and infant brands and consumers
With the rise of comprehensive and sophisticated Xiaohongshu-style parenting, more and more parents use Xiaohongshu as the first channel to obtain maternal and child information. From preparing for pregnancy, pregnancy to solving various problems in the parenting process, they actively search and learn all kinds of maternal and child care knowledge, and select their favorite items and services to minimize the cost of trial and error. For large baby and child brands with a long decision-making cycle, due to the high average customer price and fierce competition in the market, it is difficult for users to quickly select products in a short period of time, and they need to form mental penetration through normalized seeding. How can maternal and child brands find their new generation of consumers and build new user trust?
Keynote Speech: Dissecting the product evolution of brands in Xiaohongshu – how to quickly create a hit product on the platform from 0 to 1?
As a lifestyle platform and consumer decision-making portal for young people, Xiaohongshu has become a strategic place for content marketing for major brands. However, from entering the market to breaking the circle, how to create a high explosive rate? What are the key points of delivery at different stages? How to deliver performance ads? … There are urgent problems to be solved in every link. From product positioning to creating consumption scenarios, how can we quickly create explosive products on the Xiaohongshu platform from 0 to 1?
Panel Discussion: Sharing Bureau – Brand leaders’ guide to Xiaohongshu
Today’s consumers are becoming more and more savvy. They will compare prices and plan their consumption plans in the long run. Today’s consumption channels are becoming more and more diverse, which puts forward new strategic requirements for brand companies. Changes in the consumer end are happening quietly. How should brands do a good job in all-factor management? What is the value of “content seeding” on Xiaohongshu for corporate marketing? Let’s go into the confession of the winner of content seeding and see how the top brands in the three industries plant grass in various ways on Xiaohongshu.
Report release and interpretation: 2024 Large Screen Media Trend Report
As the wave of digitalization sweeps the world, IPTV, as an important channel for the development of large-screen TVs, has the largest number of TV home users and is leading the innovation of home entertainment with its unique advantages. Large-screen intelligence is breaking through the boundaries of traditional media and triggering changes in the entire industry ecosystem. What are the new growth points of large-screen media? How to scientifically measure and verify the effect of large-screen media delivery in 2024? Huan.TV will release the 2024 Large-screen Media Trend Observation Report on the spot, sharing with everyone the latest large-screen media trends and brands’ efficient delivery strategies on large-screen media.
Keynote Speech: Top 10 consumer scenario trends in 2024 – building a deep connection between brands and consumers
The steady increase in traffic of smart large screens and high-value family groups continue to attract advertisers. However, when the structure of consumer groups and consumption scenarios change, it means that OTT marketing logic also needs to be upgraded. Which consumption scenarios are worthy of brand attention in 2024? What business can brands dig out around these consumption scenarios?
Keynote Speech: Accurately reach users with high-quality content – directly hit the user’s “moment of confusion”
At a time when media combination delivery has become a new trend, large screens can not only link content across screens and connect multiple scenarios, but also bring more abundant cross-screen marketing methods. At the same time, smart large screens have more accurate delivery strategies and data monitoring, which can not only accurately deliver content based on user profiles such as user preferences, hobbies, and needs, but also make timely adjustments based on delivery effects. As the most playful brand in the food industry, how does Oreo scientifically deploy large-screen media to achieve accurate reach of high-quality content?
Keynote Speech: Entering the scene ecology, how does large-screen marketing rewrite the mobile living room economy?
As the number of smart TVs increases, family entertainment and leisure return to the living room. Technological advances will greatly improve the accuracy of large-screen advertising. Especially at a time when the Internet traffic dividend is disappearing, the marketing value of large screens will become more prominent, which will inevitably further promote brand owners to focus on large screens and other media forms that are in a “value depression”. For car brands, as the second living space of people in the future, will cars become the next value depression in large-screen marketing? How can car brands further amplify the scene value brought by large-screen marketing?
Keynote Speech: The journey of AI big model in IPTV private domain operation
The rapid iteration and innovation of AI technology are driving large-screen media to a new marketing stage. The content production mode of IPTV is being reconstructed under the empowerment of AI big models. How to use AI big models to accurately understand user needs, optimize content recommendations, and achieve efficient management and operation of private domain traffic? Huanwang Technology will bring the latest AI products, and through the dual drive of technology and strategy, help brands build unique competitive advantages on the large-screen side and open a new chapter in private domain operations.
Panel Discussion: As large-screen marketing enters an era of refinement, who can be the first to seize the new starting point?
For brand owners, advertising not only achieves the purpose of brand exposure and display, but also hopes to achieve sales conversion. The integration of brand and effect is the higher goal pursued by the brand. Large-screen marketing has entered the stage of refined operation. How can brand owners find the best delivery scenario? How to maximize the delivery effect of large-screen media? Let us answer from the original perspective of brand owners.
- Keynote Track-Content-Tech&Multi-Branding
- Sub Track -New Marketplace&New Strategy
- Sub Track -Marketing Wave
- Partner Track -Omni-Channel Growth&Channels Marketing
Content-Tech:The technological attribute of content is constantly being broadened and subverted, and the birth of OpenAI Sora model well confirms this view. The driving force of brand marketing development has changed from content to content and technology. As a productive force, science and technology are deeply integrated with content and are promoting the transformation of content production relations. In the era of Contect Tech, creativity + intelligence, how to do a good job in content production in the era of big content? Multi-Branding:The core of successful brand building is not one-way and unified, but should be more diverse and rich. Products, innovation, marketing, culture... can all become the core of brand building. In an era of fierce competition and consumer stratification, how to build a brand on different social media and how to create emotional value that consumers like is still the ultimate proposition to test the long-term operation of a brand.
Keynote Speech: Transforming to Unlock a New Era of Content-Tech
In the marketing field in 2024, video content will continue to dominate. At the same time, as AI becomes the ultimate assistant for marketing, the competition and development speed of the marketing industry are also accelerating. In the face of these changes, brands need to pay more attention to how to maintain contact with consumers by integrating content creation with technology and providing content that matches brand values. Based on this, Aude Gandon, Global Chief Marketing Officer of Nestlé, will share how Nestlé maintains the brand’s global competitive advantage through Content-Tech, combining data and technology to quickly adapt and activate organizational capabilities.
Keynote Speech: Create the original future together, excavate the incremental effect of content technology
In the era of “everyone swiping the screen”, short video live streaming platforms represented by Kuaishou have become new traffic gathering places. The huge commercial value behind them has made Kuaishou quickly become a battleground for brands to deploy new marketing and tap new growth. Content and creators together constitute Kuaishou’s unique ecosystem. So after having content, how to further promote brand conversion? How to find more certain business opportunities from content consumption? Kuaishou Magnetic Engine will give them their answers.
Keynote Speech: Creativity + intelligence, how to do a good job in content production in the era of big content?
In today’s era of big content, the combination of creativity and intelligent technology is reshaping the way content is produced. Brands are also increasingly concerned about how to harness first-party data through an integrated customer data platform of “creativity + intelligence” to enhance the interaction between brands and consumers and creatively solve consumer problems. AB InBev will show us how to effectively produce and disseminate content through efficient brand portfolios, effective creativity and scalable innovation, as well as how to shape brand stories and achieve deep connections with consumers.
Keynote Speech: Deepening Cognition through Content, Driving Visibility through Social Interaction – Breaking the Circle of Brand Hotspots
We are living in an era where hot topics happen every day, and the frequency of occurrence is increasing. To truly become a brand with “common memory” with consumers, you need to be prepared at all times to welcome every opportunity brought by national topics and discussions, and resonate with the public in such discussions. The public sentiment behind these massive hot topics and the public’s understanding of certain social phenomena also contain huge market and social value. How to firmly grasp the hot spots of social trends and further detonate them on the platform with content and social interaction, Weibo will explore with you on GDMS.
Keynote Speech: Emotional experience – the origin of content and content marketing
At present, with the continuous changes in the market environment and the consumer era, consumer content preferences and consumption needs have become increasingly elusive, and the difficulty of content expression and communication continues to increase. At the same time, the technological revolution continues to subvert and change the way the industry plays, further increasing this uncertainty. The positive role played by emotions in the process of content production and content marketing construction has been confirmed, which undoubtedly provides a solution for the entire industry. Sohu Video will share how to build an “emotional experience” through the research and exploration of emotions, integrating different elements such as creativity and technology.
Keynote Speech: Three major concepts help build brand diversification: technology connection, content empowerment, and digital intelligence
Technology is not just a tool, but also a bridge connecting consumers and brands. Through the technologicalization of content, brands will be able to achieve personalized customization and precise push of content, meeting the diverse consumption needs of users. How will content consumption be upgraded in 2024? What kind of content do the new generation of consumers like? NetEase Media will help brand owners re-sort out the best way to efficiently create high-quality content and diversify their brands from three dimensions: technology connection, content empowerment, and digital intelligence management.
Keynote Speech: AIGC-More Than Generated Content
In today’s digital age, brand marketing is undergoing a revolution. As a pioneer in this revolution, OpenAI has promoted the development of content-tech through its innovative AIGC technology, which not only generates content, but also combines artificial intelligence with creative content in a pioneering way. OpenAI will share how OpenAI uses advanced AI technology, especially the latest natural language processing model, to innovate digital marketing and improve the efficiency and personalization of brand communication.
Keynote Speech: “Crazy Thursday” : How to create brand carnival and multi-brand cultural expression
In this rapidly changing market, KFC has become a model of brand carnival with its innovative marketing strategies and diversified brand cultural expressions. The “Crazy Thursday” it created is not only a marketing event, but also a cultural phenomenon. How to understand the group emotions after a collective carnival? How to transform the hot spots of marketing nodes into brand momentum? KFC will share with you the brand cultural expression logic behind “Crazy Thursday”.
Keynote Speech: In Bilibili, building diversified brand equity in the digital world
In the digital age, brand assets are no longer just about building brand power, but are composed of brand content and user relationships, and are built through digital communities. They are a systematic expression of brand diversification. Therefore, as a brand, it is even more necessary to learn to systematically tap into platform ecosystem resources, invest in and manage brand assets, and achieve long-term appreciation of brand value. Bilibili hopes to stand at the origin of marketing with everyone, rediscover the meaning of brands, and help brands find new channels to increase business revenue in the ecosystem.
Keynote Speech: Brand building under high-speed competition
The automotive industry is facing a change that has not happened in a century, and the demands and actions of automotive companies in marketing are also undergoing earth-shaking changes. Automotive companies are beginning to transform from traditional manufacturing to the service industry. Technology is as important as ever, but the value of marketing is magnified. Automotive companies must not only convey brand concepts, but also think about what consumers think, talk to consumers, and communicate on an equal footing. The brand value of automotive companies is no longer a one-way output, but a two-way exchange, and it is the result of co-creation with users. Zeekr Auto will share its thoughts on brand building under high-speed competition.
Keynote Speech: Professional content leads consumption decisions and helps brands find diversified growth
Today, the coverage of the content industry is rapidly expanding. The process of users receiving and identifying information is like a great wave washing away the sand. Consumers want to hear truly valuable and meaningful professional content. Therefore, this also puts forward higher requirements for the output of high-quality and professional content from brands. How to efficiently produce more professional content? How to transform content specialization into brand trust and diversify the expression of the brand? Zhihu will share with you on GDMS how to achieve efficient output, conversion and precipitation of professional and high-quality content to help brands achieve sustained commercial returns.
Keynote Speech: “Landing” health fashion, so that the brand can feel
The contemporary young people have completely different evaluation criteria for brands. The new generation of consumers who are exposed to diverse cultures, seek to show their individuality, and are good at expressing themselves are more willing to consume based on emotional needs and self-pleasure behaviors. In today’s era of pursuing health and fashion, how to transform the concept of health and fashion into a brand experience that consumers can touch and feel? How to use “visual” language to let consumers clearly see the selling points of different products? Kenvue will explore in depth how to integrate the concept of health and fashion into the core of the brand through innovative digital marketing methods, making the brand expression more diverse and direct.
Keynote Speech: Leveraging digital brand Power to link brand building and business growth
The consumer journey is changing. The interconnection of platforms has brought new changes to the consumer journey, and the new combination of touchpoints will provide new possibilities for brand building. With these changes, insights are the key to truly portraying the new consumer journey. In particular, in these insights, brands can often find new possibilities for channels and links. How to use these touchpoint journeys to build brand power and realize the visualization, measurability, feedback, and rapid action of insights, Publicis Groupe hopes to discuss with you at GDMS.
Keynote Speech: Build an integrated digital marketing field to open up the entire chain of brand management
With the advent of the digital age, everyone has their own social account, the number of touchpoints between the public and private domains has gradually increased, and the channels for direct communication between brands and consumers have become more diversified. However, in this era of information explosion and fragmentation, consumers’ catalyst habits and decision-making behaviors have become more elusive, and the path to brand marketing growth has become increasingly difficult. Focusing on the pain points of the consumer industry under the trend of marketing fragmentation, Youyi Tech will bring the key to cracking the “walled garden” of global data and help brands achieve diversified digital construction.
Keynote Speech: The top-level design of brand through the cycle
In the face of the ever-changing snack market and the new generation with more attitude, how can classic brands get closer to young consumers in a more lively, relaxed and friendly way? As a brand that has gone through cycles, why can PepsiCo always maintain the contrast of its young brand image? It has completed iterations and upgrades again and again, leading the wave of the new generation with innovative thinking, and can continue to promote the two-way value growth of brand power and business. PepsiCo will share how to create a youthful sense of the brand, expand new scenarios, and practice localized innovation and digital drive from the perspective of brand design language.
New Marketplace:With small profit margins, brands will continue to compete on the platform with price wars, offering the lowest price on the entire network. With the rise of big-brand substitutes, white-label products pay tolls with a large proportion of investment, squeezing out more brands' traffic share. The problem faced by brand e-commerce in the new era is where is the new volume of e-commerce channels? Which high-growth e-commerce traffic platforms have emerged this year? Brand e-commerce operators are constantly adjusting and laying out the e-commerce "Marketplace" in 2024. New Strategy:The traffic dividend of online channels is gradually disappearing, and the means of aggregating traffic and diversified marketing are gradually maturing. This has also led to the increasing homogeneity of the current e-commerce platforms and the increasing involution of the e-commerce market. How to create differentiated live broadcasts? How to make the review of shopping festivals more scientific and efficient? How to achieve high-conversion e-commerce private domain operations? How can product innovation enable the growth of explosive products? The development of brands in e-commerce channels urgently needs the support of "new strategies".
Keynote Speech: In the era of cost-conscious consumption, decoding the growth engine of the e-commerce market in 2024
After more than 20 years of rapid development, the user traffic dividend of China’s e-commerce market has been decreasing. In the short term, the overall growth rate of the industry has slowed down. In the long term, the potential market demand is still large. The exploration of new development models has accelerated from focusing on incremental growth to focusing on both incremental growth and stock growth. At the same time, the emerging traffic channel platforms are growing, further intensifying the fierce competition among giants. What opportunities are there in the e-commerce market in 2024? How should brands respond to the ever-changing market trends? Nielsen IQ will tell you one by one in GDMS.
Keynote Speech: From sales growth to brand strategy, how to seize the new trend of video live streaming
Affected by multiple factors such as shrinking external demand, insufficient growth in domestic demand, and rising costs, clothing brands are in urgent need of finding new traffic, new formats, and new directions. Whether it is just a supplementary role or they want to build a new business model, more and more clothing brands regard Channels as a new stage for the second half of e-commerce development. As the first clothing brand to enter the Channels, Bosideng’s first attempt achieved sales of over 40 million in just two months in the early stage. Under the trend, what is the standardized Channels live broadcast method suitable for the brand itself? Why can the Channels become an important channel for Bosideng to find growth and expand the cake?
Keynote Speech: The era of buyers has arrived: the era of e-commerce that makes individuals successful
Data shows that in the past year and a half, Xiaohongshu buyers, managers, store managers and clerks who provide professional and caring services to users have become the most active e-commerce force on Xiaohongshu. This group of individuals with professional knowledge and the ability to deeply understand user needs can better convey the value of goods, establish trust with users, connect goods and users through Xiaohongshu, and create purchase scenarios. In the fiercely competitive e-commerce industry, Xiaohongshu e-commerce is building a differentiated sales model through the “buyer ecosystem”.
Keynote Speech: A new field for e-commerce traffic: a guide to efficient operation of Channels
Two pieces of information reflect that Channels has become a new traffic bonus channel: on the one hand, the time spent by users on Channels in the first quarter increased by 80%; on the other hand, a large number of businesses fled Douyin and switched to Channels, starting to “wolf-like” dig for gold in the new world. However, compared with Douyin and Xiaohongshu, Channels is completely different in terms of content and operation. How to operate Channels faster and more accurately has become a common pain point for businesses. For this reason, Zero One Science and Technology, a service provider that has been deeply involved in the WeChat ecosystem for many years, will bring the 2024 Channels Efficient Operation Guide on GDMS to work with brands to grasp the traffic code of Channels.
Keynote Speech: Seize the high-growth track of e-commerce and accurately penetrate the young consumer group
As the growth of Internet users slowed down, brands began to think about how to overcome the “big penetration” of brands in the platform through marketing and channels. From the perspective of users, how to strengthen the repurchase rate; From the perspective of goods, how to strengthen the penetration between categories. How can brands rely on big data to improve audience penetration and achieve rapid transaction conversion? What is the underlying logic for achieving continuous deepening of operational management?
Keynote Speech: How can reviewing the shopping festival help brands improve digital decision-making efficiency?
618 has passed, and Double 11 is coming. The cancellation of pre-sales for this year’s e-commerce shopping festival has completely changed the links and rhythm of brands’ placements during the shopping festival. For platforms and brand merchants, under the big test, data review of the shopping festival activities is particularly important. For companies with hundreds or thousands of brand matrix accounts, how can such a large volume and complex data be reviewed efficiently? How to improve the decision-making efficiency of brands through digital construction? Baozun will share with you how to make brand e-commerce marketing keep pace with the times, and seize new opportunities in the e-commerce field through empowerment, efficiency improvement, and going beyond the circle.
Keynote Speech: Differentiated casting layout, how to build a popular “sustainable” brand studio?
In the second half of 2024, live streaming e-commerce will enter a deep water zone, and the market urgently needs to find more diversified live streaming formats besides store-style live streaming. Coconut Group has continued to be popular on various platforms relying on innovative live streaming formats and content, and has made its own space in the fiercely competitive live streaming track of e-commerce. To date, the number of fans of the Coconut Group’s live streaming room has exceeded 1.6 million, with an increase of more than one million fans a year, and the number of viewers in the live streaming room throughout the year is close to 1 billion. Behind the continued popularity, what key logic does the Coconut Group follow in the field of brand live streaming?
Keynote Speech: From content IP to IP content, creating a new paradigm of influencer marketing
Currently, content marketing is entering a new IP era—it is difficult for a single form to attract new traffic, IP reach scenarios cover the entire chain, and IP content becomes a brand social currency. Therefore, the focus of brands has also shifted from one-way invitations to KOLs to create content IPs to co-creation with KOLs to create IP content, and the connection between brands and influencers is also evolving further. As the MCN industry becomes more standardized and regulated, and its development and operation have become mature, how will Joy Media break through innovation, self-revolution, empower the long-term development of brands through the entire content ecosystem, and create a new paradigm for brand and influencer marketing.
Keynote Speech: In the battle to break out of the pet e-commerce circle under the internal circulation, how to achieve high-conversion e-commerce private domain operations?
Under the “pet economy”, online e-commerce channels have become the main purchasing channel for pet owners. However, the domestic pet industry has a low entry threshold and homogeneous products. The core issue is to solve the problem of customer retention. It is necessary to improve consumers’ perception of the brand, pay attention to the maintenance of customer relationships, enhance loyalty, and promote repeat purchases. As a well-known domestic pet food company, Myfoodie has repeatedly topped the sales list of pet industry categories and is loved by consumers. In addition to the high brand awareness, how does Myfoodie achieve high-conversion e-commerce private domain operations?
Keynote Speech: How to connect all platforms with new products and achieve efficient accumulation of e-commerce crowd equity
How difficult is it for new products to be popular? Even today, when digital communication and sales links are so developed and the consumer tendency of “buy new instead of old” is dominant, the life cycle of new products is still shortening. In the era of stock competition, brand new products need to efficiently reach and finely operate the target population, release product power and brand power in a targeted manner, and maximize their influence, so as to be more likely to leverage user demand. As a brand, how can we connect all platforms, seize the opportunity of new product releases, and achieve traffic transition?
Keynote Speech: Pre-production of new hot-selling products: How can product innovation enable the growth of brand e-commerce hot-selling products?
The diversified ways of playing with traffic have enabled new consumer brands to develop rapidly. Often, the creation of a hit product can make a brand successfully popular. However, as new consumer brands enter the later stages of development, the gap between new and old brands is gradually narrowing. If new consumer brands want to survive in the cruel market, they need to make changes. The outstanding performance of the new nutrition brand WonderLab in the e-commerce channel is very worthy of attention. Compared with traditional probiotic consumer products, what innovations has WonderLab made? As a relatively new product that requires long-term actual experience to perceive the effect feedback, how did it quickly win the recognition of consumers and successfully go viral on Douyin e-commerce?
In the market of brand marketing, there always needs to be an overly focused "hot word". From the "Metaverse" in 2022 to "ChatGPT" in 2023, and the craze for "artificial intelligence" and the need to "expand the market" in 2024, we are more aware that the pursuit of high-efficiency "AGI" and the search for new channels for "brand overseas expansion" will be the key topics of concern to people in the brand marketing circle. How can AI digitalization be implemented? How can AGI technology empower brand marketing and team organization? What are the new opportunities in the overseas market? Seize the hot spots and seize the marketing trend.
Keynote Speech: AIGC’s precise link to unlock the new boundaries of AI marketing
In the digital age, the combination of social platforms and AICG technology brings new opportunities for brand marketing. However, how to accurately link social platforms and AICG creative communities to solve the connection barriers between brands and consumers has become a problem for the industry. The combination of social platforms and AICG provides a broader space for innovation, but how to seamlessly integrate new technologies to bring consumers personalized and immersive experiences is the key for brands to solve.
Keynote Speech: How marketing effectiveness evaluation and measurement can empower long-term brand growth
In the past few years, under the influence of the “uncertainty” of the consumer market, the marketing budgets and expenditures of most brands have been greatly affected. Whether it is a traditional large-cap enterprise or an emerging overseas enterprise, they will be more cautious in market launch and marketing. However, blindly cutting the marketing budget can only achieve short-term growth, which is not conducive to the long-term development of the brand and may even lose the advantage in the competition. In the face of the ever-changing market environment, how can brands plan to achieve long-term and stable growth? How can we improve marketing from simple content marketing to the perception experience stage, so that data can enable the business to achieve new growth?
Keynote speech: “AI digital intelligence” and “brand diversification” empower the future of brand retail
The accelerated development of brands for online drainage has become an inevitable trend, especially in the Chinese market, but at the same time, the physical zero is still an important battlefield for retail varieties, and even become the key to the brand to establish differentiated competitiveness. How to open up the whole way of collaborative online consumption and offline shopping experience for consumers to create a consumption journey that meets the “just” and “sensory”, is crucial to the future development of the food industry.
Keynote Speech: How to become a super individual in the AI era?
As AI technology increasingly penetrates all walks of life, how marketers can maintain their competitiveness in the wave of AI, become super individuals in the AI era, and maximize their personal value is still an urgent problem to be solved. Jared will share Microsoft’s latest achievements and brand marketing strategies in the field of AGI, and deeply analyze how AI can help individuals improve efficiency and expand their capabilities. He will discuss how to become a super individual with higher intelligence and stronger creativity by learning and applying AI technology, and lead the new trend of future career development.
Keynote Speech: Leading the dairy industry’s health + AI transformation, leveraging innovative variables to drive new growth
In the rapidly changing dairy market, the deep integration of health and AI is shaping a new industry landscape and becoming the core driving force for the industry’s innovative development. As consumers’ pursuit of healthy living grows, the dairy industry is undergoing a profound transformation from the inside out. Tiger Shang from Yili Group will deeply analyze this trend of change and share how Yili Group innovates marketing strategies and uses AI technology to achieve precision marketing. Through AI algorithms, consumer behavior can be analyzed, consumer needs can be understood, and personalized marketing strategies can be formulated to improve marketing effectiveness.
Keynote Speech: Insight into the market, identify opportunities, TikTok For Business helps brands go global
With the deepening of globalization and the rise of digital marketing, brand expansion has become a must for companies to expand into the international market. However, in the fiercely competitive international market, how brands can understand market trends, identify target audiences, and effectively convey brand value and product advantages has become an important challenge facing the industry. This sharing will deeply analyze TikTok’s successful cases in the field of brand overseas, explore how to use the TikTok platform to understand market trends, identify target audiences, and help brands overcome industry pain points and achieve international development through creative content and precise delivery.
Keynote Speech: From brand overseas expansion to brand ecosystem overseas expansion – the overseas expansion strategy of self-operated brands + platform dual engine development
In the context of global economic integration, how to upgrade from a single brand overseas strategy to building a complete brand ecosystem and achieve development driven by both self-operated brands and platforms is a common challenge faced by many overseas brands. The cross-border e-commerce unicorn SHEIN has successfully achieved the dual leap of brand overseas and ecosystem overseas with its unique self-operated brand strategy and platform ecosystem layout. Charlene will explore how self-operated brands and platform ecosystems can promote each other and jointly promote the sustainable development of brands in the international market.
Keynote Speech: New categories, new channels, new technologies, new stories for overseas brands
The first half of 2024 was a period of both enthusiasm and difficulty for Chinese brands to go global. The “new” environment faced by overseas marketing: new categories, new markets, new technologies, new channels, and new strategies. These “new” trends pose challenges and also create the potential for “new” brands. Meetsocial will bring innovative digital marketing strategies to this year’s GDMS, expand global markets and audiences, share successful cases and strategies, and help brands achieve value breakthroughs on the international stage.
Keynote Speech: With more than 100 million global users in 3 years, how does realme capture young people through overseas social media marketing?
Smartphones are one of the most competitive markets in the world. Realme is a technology fashion brand with young people as its core audience. It has entered more than 60 countries in the five years since its establishment and entered the BrandZ Top 50 Global Brands in 2022, breaking out of the red ocean market. How to find the right brand positioning in overseas markets? How to impress consumers with content marketing?
Keynote Speech: Riding the Wind and Breaking the Waves, Gathering Momentum for Win Win – Reshaping and Growth of Brand Overseas Marketing
Nowadays, more and more Chinese brands are going abroad and participating in the global brand competition environment. With the continuous deepening of going global, brand owners’ understanding of “going global” is also deepening. Chinese enterprises are undergoing a transformation from “product going global” to “brand going global”. In such an environment, how should brands respond to their weak links, turn danger into opportunity, and achieve reshaping and growth under the transformation.
A comprehensive guide to cross-border e-commerce to drive new traffic growth
In recent years, more and more Chinese brands and sellers have turned their attention to overseas markets, and overseas marketing has gradually become a focus of great attention in the industry. However, the communication links, forms, and media in overseas markets are different from those in China, which also leads to the need for brands and sellers to use different marketing plans to meet the very different consumption preferences of consumers. The leading cross-border e-commerce platform Shopee will bring a new perspective to GDMS, starting from five key nodes such as implanting impressions, strengthening interactions, establishing recognition, order conversion, and loyalty cultivation to provide brands with full-category marketing support to achieve leapfrog growth.
Keynote Speech: How can DTC achieve user co-creation in the overseas marketing?
In the process of Chinese brands transforming into global brands, going overseas has been given a new connotation. We will find that the entire overseas business has evolved from chain-like flattening, giving rise to innovations in the DTC model, which can provide customers with better products and services, faster delivery, lower prices, and greater product personalization space. CASETiFY, the world’s first and largest personalized electronic accessories brand, stands out in the global market through personalized customization services. As early as 2022, its annual revenue exceeded US$300 million, and its business covered more than 180 countries and regions around the world. At this year’s GDMS, CASETiFY will bring its overseas cases to reveal to everyone how to achieve brand overtaking through unique user co-creation of overseas marketing strategies.
Report release and interpretation: 2024 Ocean Engine CMO Research Report
Facing a “more challenging” 2024, marketers are faced with a series of challenges that are closely linked to one another. The environment and market are recovering slowly, consumers are price sensitive, and companies have to do more than just that: maintain growth while reducing costs and improving efficiency; management says they want to reshape the brand, but the executive level struggles with the results; they want long-termism but also have to take into account short-term performance; they want to invest in value depressions but are reluctant to give up mainstream channels; they want to measure and evaluate ROI across platforms and take into account both long-term and short-term measures but also have to attribute based on platform rules… Juliang Suansu will bring the latest CMO research report, interpret the latest investment and development trends in China’s marketing industry, and focus on discussing the marketing issues that are most worthy of marketers’ attention and solutions.
Keynote Speech: From certainty to effectiveness, let Douyin promote the brand’s omni-channel business
Facing the upcoming Double 11, many brands are thinking about the market changes before the big promotion: How has the shopping festival ecosystem changed? How have user habits shifted? How can we better cope with these changes? More and more people are paying attention to the business opportunities brought by the Douyin platform, and more and more brands are also reaping the benefits of Douyin’s integrated operations. Ocean Engine will bring the latest marketing plans before the shopping festival, helping brands gain insight into the latest content trends, open up the seeding and harvesting links, and bring greater growth space for business.
Keynote Speech: How can domestic beauty products achieve new explosive growth on Douyin?
In recent years, with the overall slowdown in the beauty industry, a welcome change is that the rise of domestic beauty brands has become a trend. Compared with traditional e-commerce channels, domestic beauty brands continue to maintain high growth on Douyin, and use the Douyin ecosystem to establish a closer relationship with consumers on the e-commerce platform, relying on Douyin to achieve a huge sales explosion. Why did domestic beauty brands achieve a big explosion on Douyin? What are the characteristics of domestic beauty brands that have emerged on Douyin?
Keynote Speech: AIGC intelligent creative tools, let intelligent creativity accelerate business
In the e-commerce business track, many merchants will use shelf scenes to meet consumers’ active search needs and undertake potential consumer interests. In this process, graphic materials that show the attractiveness of the goods undoubtedly play a very important role. However, for many merchants, the more exquisite and eye-catching the pictures are, the higher the production costs and time and energy required. High-quality promotional graphic materials are difficult to mass-produce, and the effect of delivery is difficult to guarantee. What business scenarios can “AIGC Intelligent Creative Tools” meet for merchants? What value can it bring?
Panel Discussion: In preparation for the e-commerce shopping festival, how can consumer brands achieve omni-channel growth starting from Douyin?
This year’s shopping festival is not only an excellent sales opportunity, but also brings market traffic different from previous years as the e-commerce competition landscape changes and consumer demand evolves. Behind these changes are new market trends and opportunities, and merchants need to re-plan to adapt to these changes. How to expand the brand’s coverage? What new areas need attention? How to enhance content interaction to attract more users to pay attention and enter the live broadcast room? How to increase search exposure and brand voice? How can brands achieve “global evolution” in Douyin e-commerce? Let’s talk in this panel discussion and bring the most authentic business observations and complete interpretations.
Report release and interpretation: 2024 WeChat Channels Super Player Marketing Value Research Report
Relying on the traffic dividend, short video and live broadcast platforms have risen rapidly in recent years, and online marketing models have continued to innovate. As a typical representative, WeChat Channels has become an important position for many brands to develop online marketing after three years of growth and development with its massive users and rich content ecology. In the future, with the rapid changes in consumer groups and consumer demands, how should brands better enter the WeChat Channels? How to continue to leverage the traffic dividend to break through short video marketing? The Wechat Channels team will bring the latest consumer insight report at this GDMS, allowing us to accurately understand the platform’s “native” user portraits, classify their consumption characteristics, cut in from the consumption logic of high marketing value groups, and glimpse the brand’s future marketing opportunities.
Keynote Speech: What will be the traffic trend of Wechat Channels in 2024? What new capabilities will be available to increase traffic?
In 2024, Wechat Channels will usher in the biggest change since its launch. Product capabilities will achieve a larger closed loop, commercialization will achieve large-scale development, and the industrial chain will form a deeper pattern. How to reasonably configure a team capable of fighting a large-scale e-commerce war, and how to form a more reasonable layout in product framework and organizational structure? How can merchants, talents, brands, and service providers active on the platform rely on the platform to form a more sustainable development model?
Keynote Speech: How to use Wechat Channels to live stream and sell goods to help businesses operate across the board?
When entering the Wechat Channel has become a consensus among brands, in the new season of 2024, the outdoor brand Camel has already achieved steady and fast running. Equipped with the Wechat Channels, a business connector of the WeChat ecosystem, Camel’s live broadcast room uses the strategy of “combining public and private traffic” to drive high conversion. Behind the strong growth data, Camel not only targets the “real money members” of the Wechat Channels, but also values the unique potential of the platform’s “public and private domain linkage”. Digging deep into the underlying logic behind it, how can Camel brand replicate the successful case of the Wechat Channels?
Keynote Speech: Unlock new potential of short video marketing and create a closed-loop social e-commerce ecosystem
In the vast arena of digital marketing, short videos have always been a force that cannot be ignored, and they are constantly changing the way brands and consumers interact. With the help of the massive user base of the WeChat platform, Wechat Channels has opened up a new hotbed for short video marketing, and has gradually become a battleground for short video marketing for brands and businesses. What is the difference between the logic of short videos in Wechat Channels? How to avoid homogeneous competition and combine the business ecology of Wechat Channels with WeChat marketing? Clarins, a beauty brand that entered Wechat Channels early and explored the growth path of social e-commerce, will give their answers.
Keynote Speech: The key factors for Wechat Channels to become a hit brand from 0 to 1
In the era of information explosion, short videos have become an indispensable part of people’s lives. As a social media giant, WeChat Channels has helped many brands achieve explosive growth from 0 to 1 with its huge user base and convenient sharing mechanism. From the cases of many popular brands, how can we summarize the key elements from 0 to 1? Teacher Xiao Q, a senior expert in Channels, will deeply explore the secrets of WeChat Channels popular content and reveal the layout and business logic behind it.
Panel Discussion: Reshape the WeChat marketing ecosystem and explore new rules for wechat channels live streaming
The number of Wechat Channels users will grow rapidly in 2024. Compared with other platforms, Wechat Channels have the natural advantages of strong sociality, decentralization, and public-private linkage of the entire WeChat ecosystem, and have become a new choice for many brand merchants to achieve business growth. Of course, Wechat Channels are also gradually raising the regulatory threshold, and the logic of starting accounts, delivery ideas, and operating methods under the unique ecology of Wechat Channels are also very different from other platforms. What principles should brands follow when entering the Wechat Channels? What are the new ways to live broadcast on Wechat Channels?